时间：2022-04-28 12:30:22
导语：在七夕广告语的撰写旅程中，学习并吸收他人佳作的精髓是一条宝贵的路径，好期刊汇集了九篇优秀范文，愿这些内容能够启发您的创作灵感，引领您探索更多的创作可能。
七夕节被称为“中国情人节”，它是我国众多传统节日中最具浪漫色彩的节日之一。而随着餐饮消费的需求不断增加，餐饮企业间的竞争日趋激烈，七夕节也开始被作为重要的节假日促销活动之一被搬上了商战的舞台。
1、遇上你是我的缘——献给七夕情人节
2、我们为您准备浪漫，您准备好了吗？
3、“长久”酒店一直为您守候
4、“情”寻色香味
5、激情绽放，时代有爱！
6、情人节别饶了那小子
7、七夕情人节 相约新世纪
8、情浓一生，真心表爱意
9、心相系，爱相随
10、爱的银河系，爱在七夕
11、七夕情人节，爱情总动员
12、七夕情人，真爱无限
13、浪漫七夕，相会XXX
14、遥远的传说由XX为您实现
15、缘定XX，七夕话浪漫
16、岁月无声、真爱永恒()
17、七夕情人节浪漫情人夜
18、捧在手中，甜在心中！
论文摘要：探讨广告语境对广告传播产生影响的因素，指出由于语境因素的影响和制约而产生的各种广告禁忌，以便为广告活动提供指导。
语境，就是使用语言的环境，也叫言语环境．人们使用语言进行交际离不开语境，就像人的呼吸离不开空气一样．语境的构成是相当复杂的，语境的构成有客观因素，也有主观因素．社会交际活动总是在一定的时间、地点、场合，在一定的人们之间进行，语言的使用离不了这些因素，它们是构成语言环境的客观因素．说话者的身份、职业、思想、修养以及处境、心情等是主观因素．这些主、客观因素都会对语言的使用起作用，并直接影响交际效果．有利的语境可以提高交际效果，而不利的语境则会破坏人与人之间的交际活动．俗语说得好“酒逢知己干杯少，话不投机半句多”、“言为心声”说的就是语境对交际活动的影响．广告活动实际上也是一种双方交流的活动，一方是广告主，另一方为广告受众．广告主利用各种传媒手段或渠道以表达自己的广告意图，广告受众通过媒体倾听并了解广告主的诉求．这种广告“沟通或交流”也有它的语境，而且这种“沟通或交流”也是受其语境的影响和制约的．
1广告语境
告语境是指广告宣传中，能对受众接受广告信息直接产生影响的各种因素．我们应从以下两个方面来理解广告语境：一是广告语境和广告宣传活动紧密地联系在一起，不与广告宣传活动发生直接联系的不是广告语境．影响广告活动的因素很多，诸如广告主的要求、广告人的设想、广告受众的理解能力等．而广告受众的理解力与广告宣传直接相关，是广告语境的重要组成部分．二是广告语境对受众接受广告信息有直接影响，对受众接受广告信息没有产生直接影响的不是广告语境．
简言之，广告语境就是一则广告在前后它所具有的内外境况．由于广告宣传是一种双方的交流和沟通活动，因此人们称之为“广告语境”．广告语境主要包含以下几个方面：第一，广告的受众环境．第二，广告的地域环境．第三，广告的时间环境．第四，广告的媒体环境．第五，广告的文案环境．本文主要从广告的受众环境和广告的地域环境作为切入点，探讨广告语境对广告传播的影响．
2广告语境对广告传播的影响
广告的受众环境、地域环境、时间环境、媒体环境和文案环境，对广告信息的传播有着重大的影响．忽视其中任何一个方面的作用，都会影响广告信息的传播并会降低广告传播的效果．
2．1受众环境对广告传播的影响
受众环境主要是指受众的思想意识、价值观念、风俗习惯、文化水平等．受众在广告传播活动中起着相当重要的作用．在广告信息尚未传播之时，广告人必须深入了解受众，研究广告传播区域里受众各方面的情况，以实现广告内容及其表达方式与受众的完美对接．受众环境影响广告传播的因素也有很多，下面主要谈三个方面的内容：
(1)受众的民族与宗教信仰．我国是个多民族的伟大的国家，56．个民族组成了中华民族大家庭，其中不少民族有其宗教信仰，各民族享受着信仰的宗教自由．鉴于此种文化背景，有些商品是宗教忌讳使用的．因此，在为商品做广告时一定要考虑到受众的民族与宗教信仰方面的因素，必须尊重、慎重处理这方面的问题，以避免伤害民族感情和民族团结，给社会造成不稳定的因素．
(2)受众的思想观念．人们的思想观念会影响到对广告的理解，甚至直接影响商品的销售．因此，在做广告时就必须考虑到受众的内心的思想感受．尤其是人们喜欢什么，讨厌什么，崇尚什么，鄙弃什么．对这些问题有着清醒的认识有助于未来的广告宣传．李思屈在《广告大创意》．中所举的美国人推销速溶咖啡就是一个十分典型的例子．20世纪40年代，美国人生产出速溶咖啡．为了突出新产品的优势，广告宣传重点强调这种新咖啡饮用时省时、省力、方便等特点．岂料这是违背了美国人当时勤劳勇敢、努力进取的思想观念，因而效果不佳．
(3)受众的风俗习惯．随着改革开放与我国商品经济的发展，近年来进入国际市场的商品越来越多．为了宣传这些产品，我们在策划涉外广告与广告语时，广告语的作者一定要充分了解并考虑不同国家、不同地区、不同民族的风俗习惯，不违反禁忌．日本人忌讳绿色，认为绿色是一种不吉祥之色，同时还忌讳荷花．阿拉伯民族忌用雪花．拉丁美洲国家忌用，认为是专供祭祀用的……．倘若我们懂得这些文化背景，在着手广告的创意与创作时，就可以避讳了．
2．2地域环境对广告传播的影响
广告的地域环境包括广告传播区域的人文因素，如国家性质、民族分布等，也包括广告传播区域的自然因素，如地理环境、气候条件等．广告的地域因素是广告语境的一个重要方面，并对广告传播产生重要的影响．一个地方有一个地方的语言及风土人情．不同国家的人们还有着不同的政治概念．这诸多因素皆影响并制约着广告传播．
首先，语言的地域差异对广告的影响。语言的地域差异很大，不同的国家不同的民族使用的语言又不尽相同．做广告时必须考虑语言的地域差异．
关键词：广西；高考录取；高职高专；启示
中图分类号：G712 文献标志码：A 文章编号：1674-9324（2014）13-0161-02
2013年广西参加高考的人数为28.1万人（2012年为27.8万人），考生统计数据上有所增加，实际有成绩的考生基本持平。高考录取结束后，本科专科共录取22.7万人（2012年为22.5万人），录取率达到80.8%（2012年为81%），录取总人数持平，录取比例持平。反映出广西高等教育的稳步发展，满足了广大考生上大学的愿望，高等教育的发展将更加有力推动广西经济社会的发展。本文根据广西官方网站的2012年、2013年高考录取信息，以广西高职高专的情况为例，提出一些个人观点，以期抛砖引玉。
一、高职高专专业招生文理科设置要合理
2012年、2013年，按照200分的高职高专上线分段统计对照表如表1。
表1统计数据对比表显示，理科考生上一本线的百分比高于文科上一本线10%，两年情况相同。2012年二本高出19%，2013年二本高出23%。2012年三本高出31%，2013年三本高出32%，每年200分线上理科生人数累计14多万，文科生人数累计11多万，2012年理科线上总考生人数只比文科多出2.41万，2013年理科线上考生人数只比文科多出2.6万。而文科生录取总数远少于理科生，致使大部分文科生被挤压到高职高专录取批次。将2012年与2013年数据，按照一本、二本、三本、高职高专录取区间（如二本区间指一本以下、三本以上的分数段）统计对比表如下表2。
2012年与2013年对比，从分数区间分布，进入理科一本比进入文科一本的百分比高出10%，进入理科二本比进入文科二本的百分比高出10%与12%。同样三本理科高出文科12%与9%，高职高专是文科高出理科31%与32%。从文理科分布数据看，高职高专文科生较理科生多出2万余人，也致使高职高专在生源紧张的局势下，不得不放宽了文理科的限制。
二、创新高职高专教育管理模式，全面开展人才培养质量攻坚建设
广西2012年高职高专共录取12万人，占当年高考人数的43.2%。2013年高职高专录取11万人，占有成绩考生人数的41%。根据2012年数据统计，区内所属高职高专院校录取人数是10.8万人左右，占区内高考录取总人数17.7万人的61%，成为区内高等教育的重要组成部分。从招生数据显示，高职高专教育面临的问题有以下几点。
1.高职高专人才培养质量和就业成为高职高专院校的生命线。根据广西考试院信息显示：高职高专批次院校的生源状况并不十分理想，生源分布不均衡现象较为突出，考生不服从调剂现象明显，甚至有少数区外院校出现无生源状况。高职高专提前批录取中，仅有29所院校第一次投档生源满足率达到或超过100%，有23所院校按第一志愿能够全部完成计划，另有26所院校无生源。这些提前批的没有完成计划或无生源的学校的信息，结合全国其他省市新生录取的信息，给高职高专一个重要的信号，就是办学质量不好、就业前景不好的专业和学校，面临生存危机。区内高职高专招生院校43所，按照2012年区内录取10.8万人计算平均每校2511人。但实际上还有约20所本科院校招收专科层次学生，合计63所后平均每校区内招生平均录取1714人。从这个数据看，一些高职高专院校生源紧张是避免不了的。从此也看出，走规模发展的路子是行不通的，必须以特色求生存、以特色求发展。这些数据证明广西开展高等教育分类指导的正确性和前瞻性。
2.创新高职高专管理模式，切实从行政管理角度引导和推动高职高专的专业建设和质量建设。在教育政策顶层设计上，高度重视高职高专教育是迫在眉睫的事，不完全统计的数据显示高职高专早已经占今年高校新生人数的60%以上。高职高专为提高高等教育创造大量上学机会，但要持续保持生源和声誉的提升，关键在质量，关键在于吸引力，吸引力来源于就业质量好，来源于就业后能以技立家、以技成就人生。从国家政策和管理层面上，原来高职高专属于高校系列，属于高教司（高教处）统一管理，近来划转到职业教育与成人教育司（职成处），有些省市又没有划转，使得高职管理存在摇摆和不稳定之中，对高职教育是极为不利的。如果划到职成处管理，那么本科院校举办的高职学院又如何管理，高职对口升学的难度又加大。
1 传承千年酿造工艺，历经天宝洞藏。红花国色，酱香典范，红花郎!
2 神采飞扬中国郎!
3 男人要奋斗,喝郎酒,像男人一样
4 郎酒longlonga go
5 酱香典范红花郎，和谐兼香新郎酒，郎牌特曲，领秀人生，让勇敢充满自己，传世酱香老郎酒
6 他乡遇故知，洞房花烛夜;金榜题名时，人生喜乐事，精品老郎酒
四特酒广告语：
1 四特，四季发财，特别顺心
2 清香醇纯,回味无穷
3 上等好酒 只因四特
4 四特酒 东方韵 世界因我而改变
邵阳老酒广告词：
1 轻松一口,邵阳老酒。
2 讲相声，要对你的口味，吃酒嘛，要对我的口味，邵阳老酒，即对你的口味，也对我的口味，轻松一口，邵阳老酒
牛栏山二锅头广告词：
1 牛栏二锅头---喝过不上头
2 百年牛栏山，清香醇厚第一流。
3 正宗二锅头 地道北京味
4 百年牛栏山，好酒牛百年。
5 美酒飘香百年，今生与你结缘
6 二锅头发源地
洋河蓝色经典经典广告词：
世界上最宽广的是海,比海更高远的是天空,比天空更博大的是男人的情怀
沱牌舍得广告词：
1 悠悠岁月酒,滴滴沱牌情
2 智慧人生,品味舍得
3 心有灵犀，舍得是智慧的回归，更是人生的顿悟。舍与得，感悟智慧人生，舍得酒。
4 品质的背后是品格，品格的背后是品味。智慧人生，品味舍得。
经典创意广告语
经典广告词用英语
英语经典广告词
食品类经典广告词赏析
经典的食品广告语
经典的名牌服装广告语
精彩的经典汽车广告语2019
汽车租赁经典广告词
诺基亚经典手机手机英文广告词
经典房地产广告词
房地产经典广告词语
中秋节经典房地产广告语汇总
经典圣诞促销广告语大全
关键词： 关联 隐含 隐喻 认知语境
广告标语是一则广告中位于最突出位置的简短话语，其主要目的是引起广告受众的兴趣，传递所宣传商品或服务的相关信息。新奇隐喻因其简练生动的语言、新奇启发的特性、委婉的手法和高雅的意境成为了广告标语中常见的修辞手法之一。本文将从关联理论角度对广告标语中新奇隐喻现象的出现及受众理解广告隐含意义的过程做出合理解释。
一、广告交际与明示-推理交际
关联理论把语言交际归为明示-推理交际活动，并将其定义为“说话人发出一种刺激信号，使之对交际双方相互显映（mutually manifest），说话人通过这个刺激信号意欲向听话人显映或更深程度的显映一系列命题I。”（Sperber & Wilson 2001：63）。由这个定义可以看出一种交际要成为明示-推理交际，首先说话人必须同时具备信息意图（即向听话人显映或更清楚的显映一系列命题I）和交际意图（即向说话人及听话人双方相互显映说话人有传递信息意图的意图）。广告交际的首要目的是劝说听话人（广告受众）购买说话人（广告制作人）所宣传的产品或服务，或接受广告制作人所倡导的观念，因此在交际活动中，广告制作人肯定不仅有向受众显映或更清楚的显映所宣传的商品或服务的信息意图，而且同时具备向说话人和听话人双方相互显映说话人有传递信息意图的交际意图，否则就根本无法达到广告交际的目的。由此可见，广告交际从本质上来讲属于明示-推理交际范畴。
虽然如此，广告交际与典型的明示-推理交际从表面来看还是有一定的差异。第一，关联理论所研究的交际活动通常都是私人、个体、双向的，故说话人可以根据自己对听话人认知环境的充分合理估计，发出在听话人认知语境中可以引发最佳关联的话语。广告交际是一种公开、大众、单向的交际方式，听话人不再是一个具体的特定个体，而是一个由无法确定的个体所组成的群体（广告的潜在消费群）。广告受众具体个体的未知性使得广告制作人不可能像关联理论所研究的交际那样对听话人的认知环境做出准确合理的估计。在交际过程中发出最为关联的明示交际信号，促进听话人以最合理的努力获得最佳关联，这虽然对广告明示-推理交际的发生有一定的阻碍作用，但是并不能完全阻止明示-推理交际的发生。广告受众既属于一定的群体，他们在文化、教育背景和分析能力等方面又肯定具有一定的共性，广告制作人可以根据这种共性选择刺激信号引导群体受众在共同的认知语境中寻找最佳关联。第二，从表面上看，关联理论的交际环境与广告交际环境存在一定的差异。关联理论所研究的交际建立于听话人对说话人的信任及与说话人合作的基础之上；在广告交际环境中，由于广告本身的功利性而使得受众对广告人产生不信任不合作的态度。交际环境的差异是否意味着广告交际就偏离了明示-推理交际的范畴了呢？实则不然。关联理论认为只要交际意图实现，即听话人明白说话人有传递信息的意图之后，交际活动就能完成。“明白不等于相信。”（Sperber&Wilson，2002：245）由此可见，信任与合作并非是明示-推理交际发生的必要条件。Tanaka（1996：37）指出明示交际的成功在于听众了解言语发出者的信息意图，而不是说话人使听众相信他所说的。综上所述，尽管从表面来看，广告交际与明示推理交际之间存在一定的差异，但广告交际仍然是关联理论所研究的明示-推理交际。
为了在广告受众不信任的情况下成功地将广告信息传递给受众，广告制作人不得不使用各种各样的方式吸引广告受众的注意，隐喻是他们最常用的方法。正如Ring所说的：“广告商的技巧最重要的有两个：为所的品牌找到一个恰当的隐喻，并且确认该隐喻的含义正是广告商想要传达给消费者的。”（Brierley，1993：160）
1.(2014·泰州高三质检)University is ________ most worthwhile time of discovery and learning, and it is also ________ very enjoyable and valuable experience for every one of us.
A.a; aB.the; /
C./; a D.a; the
2.(2014·安庆一中模拟)Would you please ________ the paper for me and see if there are any obvious mistakes?
A.look back on B.look around
C.look up D.look through
3.(2014·南京秦淮区模拟)The news reporters hurried to the airport, only ________ that the film stars had left.
A.informing B.to be informed
C.to inform D.informed
4.(2014·安徽六校联考)—When will the expert come and give the lecture on intellectual property?
—As soon as our program ________ by the authorities.
A.approves B.will be approved
C.is to approve D.has been approved
5.(2014·武汉名校高三调研)He asked me to be ________ the class because he had to attend to his sick mother.
A.in want of B.in search of
C.in favour of D.in charge of
6.(2014·南京第十二中学高三模拟)Principal White has been working in the school for about 20 years, ________ all his energy to teaching and researching as well as the running of a healthy school.
A.devoted B.devoting
C.to devote D.and devote
7.(2014·长沙一模)General secretary Xi Jinping required that China's position on the issue of the South China Sea ________.
A.was respected B.should respect
C.be respected D.must be respected
8.(2014·东台高三一模)Some modern teaching equipment as well as hundreds of books ________ to the rural schools.
A.had been donated B.was donated
C.have donated D.were donated
9.(2014·南京三中模拟)It is known to all that every minute _________full use of _________the lessons will benefit students a great deal.
A.which makes; studying
B.when made; to study
C.that made; to study
D.when is made; studying
10.(2014·湖北黄石三校高三调研)Spending time online is ________ behavior for teenagers, but too much Internet use might be related to depression.
A.traditional B.exceptional
C.average D.normal
11.(2014·长春高三调研)I read through the first page of the book and ________ a spelling mistake.
A.stared B.stated
C.spotted D.struggled
12.(2014·宿迁高三模拟)—Shall I stay here for another day?
—________.
A.If you please B.As you please
C.With pleasure D.It's my pleasure
13.(2014·北京海淀模拟)You don't need to make fancy foods to impress guests — it is something simple but good ________ will do.
A.what B.that
C.which D.who
14.—Ye Shiwen got the championship in the women's 400meter individual medley at London Olympics.
—She fully deserves the title.She ________ for it for years.
A.is preparing B.was preparing
C.has prepared D.had been preparing
15.(2014·江苏姜堰溱潼中学模拟)The Voice of China is such a popular program with viewers ________ has produced many a musiclover.
A.who B.that
C.where D.as
.阅读理解
A
(2014·南京第三中学模拟)This July, Wang Chen, a student from Shanghai University of Finance and Economics, won the International University WEICHI Tournament 2013 in Shanghai, which saw competitors from 54 universities around the world, including Harvard University and Massachusetts Institute of Technology.
Compared with the busy sports ground, it seems a bit dull, but Wang and his peers enjoy an intense brain workout (劳动). Wang is an amateur seventhdegree master player — the highest degree amateur players can attain. “I had hoped to win first place, but when it came true, I couldn't believe it，” says Wang. Wang began studying weichi when he was 7 years old. “I was a quiet boy and my parents thought weichi would help develop my logical thinking ability，” he says. He began to attend the Chinese Rank Promotion from the age of 10. “I failed for nine years, and then I gave up. I entered university and became an amateur player，” says Wang.
What this hobby brings Wang is not only a sense of achievement, but also independence. He has won 10 national and international championships, which have brought the young student a handsome sum of money. When he won the national amateur competition in 2011, he received 100,000 yuan in prize money. With awards from contests, Wang covers his expenses and tuition fees all by himself.
Wang is busier than most of his peers. A look at his calendar shows that he will attend competitions in Guizhou and Taiwan at the end of August, after attending an international competition only this July. But Wang admits he has little in common with his classmates. “I feel a bit lonely sometimes，” he says.
On campus Wang spends more time on exploring his skills. Wang now regards playing weichi as a hobby. He is the captain of the weichi team on campus, which has five members. He organizes them to research the latest formations once a week. Wang says his next project is to promote weichi among his peers on campus. “Many young people in China don't understand this kind of sports and I want to promote it，” says Wang.
1.What's the best title of the passage?
A.The Achievement and Dream of the “Weichi Prince”
B.Wang Chen Won the International University WEICHI Tournament 2013
C.Weichi Brings Wang a Sense of Achievement and Independence
D.Wang Chen's Life
2.Which of the following statements is TRUE according to the passage?
A.54 countries attended the International University WEICHI Tournament 2013 in Shanghai.
B.Wang Chen began to attend the Chinese Rank Promotion from the age of 7.
C.In 2013, Wang Chen received 100,000 yuan in prize money.
D.Wang Chen has won 10 national and international championships nowadays.
3.What can we learn from this passage?
A.Family plays an important role in shaping worldrank players.
B.As long as you have the same loneliness as Wang Chen, you are sure to succeed.
C.Wang Chen doesn't get on well with his classmates.
D.Perseverance helps to make a top player.
4.The underlined word “handsome” in Paragraph 3 most probably means “________”.
A.goodlooking B.considerable
C.generous D.beautiful
5.Which of the following can be inferred from the passage?
A.Wang Chen doesn't get on well with his study.
B.Weichi is not popular with people in China.
C.Nobody can beat Wang Chen.
D.Many students are likely to love weichi on campus.B
(2014·扬州中学模拟)
More UK universities should be profiting from ideas
A repeated criticism of the UK's university sector is its noticeable weakness in translating new knowledge into new products and services.
Recently, the UK National Stem Cell Network warned the UK could lose its place among the world leaders in stem cell research unless adequate funding and legislation could be assured, despite an annual ￡40 m spent by the Department of Health on all kinds of research.
However, we do have to challenge the unthinking complaint that the sector does not do enough in taking ideas to market. The most recent comparative data on the performance of universities and research institutions in Australia, Canada, USA and UK shows that, from a relatively weak starting position, the UK now leads on many indicators of commercialization activity.
When viewed at the national level, the policy_interventions (interference) of the past decade have helped transformed the performances of UK universities. Evidence suggests the UK's position is much stronger than in the recent past and is still showing improvement. But national data masks the very large variation in the performance of individual universities. The evidence shows that a large number
of universities have fallen off the back of the pack, a few perform strongly and the rest chase the leaders.
This type of uneven distribution is not strange to the UK and is mirrored across other economies. In the UK, research is concentrated: less than 25% of universities are receiving 75% of the research funding. These same universities are also the institutions producing the greatest share of PhD graduates, science citations, patents and license income. The effect of policies generating longterm resource concentration has also created a distinctive set of universities which are researchled and commercially active. It seems clear that the concentration of research and commercialization work creates differences between universities.
The core objective for universities which are researchled must be to maximize the impact of their research efforts. Their purpose is not to generate funds to add to the bottom line of the university or to substitute other income streams. Rather, these universities should be generating the widest range of social, economic and environmental benefits. In return for the scale of investment, they should share their expertise (expert knowledge or skill) in order to build greater confidence in the sector.
Part of the economic recovery of the UK will be driven by the next generation of research commercialization spilling out of our universities. On the evidence presented in my report, there are three dozen universities in the UK which are actively engaged in advanced research training and commercialization work.
If there was a greater coordination (协调) of technology transfer offices within regions and a simultaneous (happening at the same time) investment in the scale and functions of our graduate schools, universities could, and should, play a key role in positioning the UK for the next growth cycle.
6.What does the author think of UK universities in terms of commercialization?
A.They have lost their leading position in many ways.
B.They still have a place among the world leaders.
C.They do not regard it as their responsibility.
D.They fail to change knowledge into money.
7.What does the author say about the national data on UK universities' performance in commercialization?
A.It masks the fatal weaknesses of government policy.
B.It indicates their ineffective use of government resources.
C.It does not rank UK universities in a scientific way.
D.It does not reflect the differences among universities.
8.We can infer from Paragraph 5 that “policy interventions (in Paragraph 4)” refers to ________.
A.concentration of resources in a limited number of universities
B.compulsory cooperation between universities and industries
C.government aid to nonresearchoriented universities
D.fair distribution of funding for universities and research institutions
9.What does the author suggest researchled universities do?
A.Fully use their research to benefit all sectors of society.
B.Generously share their facilities with those short of funds.
C.Advertise their research to win international recognition.
D.Spread their influence among top research institutions.
School life 单元检测(B卷——自主选做)
Ⅰ.完形填空
(2014·东台三仓中学模拟)“Mommy, can I have a peanut butter and jelly sandwich?” my fiveyearold son asked.
A simple task, but now, it wasn't that __1__. Anxiety restricted my stomach as I ___2___ I couldn't be a(n) “normal” mommy to my three， five， and sevenyear old sons.
It was the Christmas season now, and my tasks multiplied.I __3__ to have even a tiny bit of eyesight. But this Christmas season, I saw __4__ — no red or green, no colors, no shadows.
Christmas ___5__ came quickly, and our sons came in and rushed to our bed.“ __6___,_we want to open presents.”
Each voice had a distinct sound and I could tell their mood by the __7__. They jumped, giggled, and teased each other as we wiped the __8__ from our eyes.
I reached for my robe (睡袍) and held ___9__ my hand, “Come on, let's see what Santa brought.”
“Let's take turns，” their daddy said.“And don't forget to tell __10__ what you get.”
That's __11__ I realized that what I couldn't see threatened to __12__ the Christmas joy. I fought the temptation to __13__ into selfpity, and swallowed hard to keep the tears inside.
My husband __14__ beside me. “What can I do for you?”
His sweetness and warmth further emphasized my __15__. I was disappointing him and I'd __16__ in my role as a wife to him and a mom to my sons.
“This is the best present yet!” one of our sons cried out.
My son's words brought a truth that opened the __17__ of my heart. His gift delighted him. But I had missed mine, __18__ and disregarding my greatest present — the one that __19__ the emptiness of my dark world. It was in the family room — it sang to me with little voices, with little arms that __20__ me, and with the sweetest melody of each “I love you, Mommy.”
1.A.interesting B.pleasant
C.easy D.difficult
2.A.wondered B.doubted
C.hesitated D.feared
3.A.longed B.struggled
C.assumed D.asked
4.A.nothing B.something
C.everything D.anything
5.A.noon B.morning
C.afternoon D.evening
6.A.Stand up B.Get up
C.Take up D.Stay up
7.A.tongue B.tune
C.tone D.accent
8.A.sleep B.joy
C.tears D.sadness
9.A.back B.up
C.out D.on
10.A.Daddy B.yourself
C.Santa D.Mommy
11.A.where B.when
C.how D.why
12.A.multiply B.gain
C.increase D.erase
13.A.come B.get
C.rush D.sink
14.A.flashed B.slid
C.ran D.stuck
15.A.happiness B.disappointment
C.sorrow D.depression
16.A.failed B.managed
C.succeeded D.attempted
17.A.eyes B.doors
C.windows D.curtains
18.A.withdrawing B.overcoming
C.undertaking D.overlooking
19.A.crowded B.filled
C.covered D.packed
20.A.seized B.caught
C.hugged D.hungⅡ.阅读理解
(2014·芜湖一中模拟)It had been three months since Ms Miller had started teaching. She was gradually being able to understand all her students, except one, Bob. Bob was the only boy who came to school dressed untidily and sat in the class completely lost in his own world. His performance had been deteriorating steadily with every single day.
Ms Miller searched through the progress reports of Bob and was shocked to see Bob used to be the topper in his class. Bob's performance began to slowly decline when his mother fell ill. He was doing badly in each and every subject when his mother died leaving him alone with his father, who was a businessman and had to travel always. Apart from his performance worsening gradually, Bob's nature too began to change. He had forgotten to laugh and showed no interest in any activity. All his friends had abandoned him.
One day, Bob was asked to stay back. Ms Miller asked him if he had any problem understanding his lessons. Gradually she began to give him a comfort zone so that he could talk and share. After three weeks, she found Bob gradually improving. He was being able to answer the questions he previously failed. Every day after all the students went away, Ms Miller gave personal attention to Bob and began to spend time with him. Bob improved a lot over the next semester, showing definite signs of progress in his performance.
On a Friday, Bob came up to Ms Miller, handed her a box and requested her to open the box on Sunday. Sunday morning, curious, she opened it and saw a bottle of perfume, half filled. Together with it was a small letter, saying that this bottle of perfume used to be his mother's and he wished Ms Miller to wear it so that every time she was around, he could feel his Mom near him. He thanked her for everything. Ms Miller took the bottle of perfume in her hand and saw a new tag attached to it; it said “Happy Mother's Day!”
Ms Miller suddenly realized that it was not she who had made a difference to Bob's life but it was Bob who made her realize what true humanity is!
1.According to the text, Bob ________.
A.wore neat clothes all the time
B.was taller than any other one in his class
C.lost all of his friends after his mother's death
D.could always have his father for company at home
2.The underlined word “deteriorating” in Paragraph 1 probably means ________.
A.changing B.worsening
C.thrilling D.improving
3.Paragraph 3 is mainly about ________.
A.why Ms Miller would like to help Bob
B.how Bob attracted Ms Miller's attention
C.what Ms Miller did to help Bob
D.where Bob could sit comfortably
4.The bottle of perfume given to Ms Miller ________.
A.was new and never used before
B.was presented on Mother's Day
C.made Bob a different student
D.showed Bob was grateful for Ms Miller
5.What does the author want to convey to us?
A.A teacher could change a student's life.
B.Family is the most important place for kids.
C.Children don't have to solve problems by themselves.
D.One should have sympathy for another's suffering and offer help.
Ⅲ.任务型阅读
(2014·苏州高三六校联考)We all have relationships. We have acquaintances, relatives, neighbors and probably some friends. However, many of these relationships are simply not satisfying. They lack real strength and depth.
I'd like to show you how you can add a significant amount of depth and strength to your relationships and make your social life a lot more meaningful.
Meet more people. The quality of the people you meet has a great deal to do with the quantity of the people you meet. If you don't know a lot of people, you won't meet very often people who are a good match with you in terms of personality, interests and values. And since this natural match plays a huge part in building strong relationships, you'll just as seldom have the opportunity to develop strong relationships.
Talk about the things that matter to you. A relationship becomes the strongest when two people discover they believe in the same things and have similar interests. It's these commonalities regarding values and interests that create the strongest emotional connection. Talk about the things that truly matter to you and give others a chance to know what you care about and what you believe in. If they believe in the same things and they care about the same things, they'll eagerly let you know. Thus you'll find meaningful common ground and you'll feel more connected.
Express weakness. Many people try not to talk about their failures; they hide their shortcomings and they never say anything that could embarrass them. However, by hiding your imperfection, what you do succeed in is appearing cold and impersonal. This makes it very hard for anyone to connect with you emotionally. Humans connect with other humans, not with ideals. Keep this in mind and don't be afraid to let your weakness and your humanity show. This is what takes a relationship to the next level.
Have honesty. This is an important quality because if you have honesty, people can trust you. They can trust you to give them an honest feedback, and they can trust you to keep your promises. This trust is one of the central factors of a strong relationship, both in your personal and professional life. So, challenging as it can be sometimes, always try to have honesty.
Be there for others. Another central factor of strong relationships is support. Connections between people grow strong if they can rely on each other for support when it's needed, whether that support means a few kind words or several massive actions. Of course, you can't be there for everybody, all the time. Your time, energy and other resources are limited. But what you can do is to identify the really important people in your life and then seek to be there as much as possible, at least for them.
With the right attitude and the right behavior, you can strengthen a wide range of relationships in your life and advance them as far as they can be advanced. And with strong relationships, not only do you feel more satisfied, but you feel more connected to the entire world. You feel that your life has real value, you have more fun and you live in the moment.
Title How to build stronger and deeper relationships Theme Many of our relationships with others are (1)________ for lack of real strength and depth. Suggestions and reasons •Meet more people.
[关键词]高职院校 信息化建设 战略与策略
[作者简介]邱金林（1972- ），男，广西昭平人，广西经贸职业技术学院高教研究室主任，讲师，研究方向为高职教育教学改革。（广西 南宁 530021）
[基金项目]本文系2011年度广西壮族自治区教育厅科研项目“广西高等职业院校教学信息资源的信息化建设研究”的研究成果。（项目编号：201106LX813）
[中图分类号]G717 [文献标识码]A [文章编号]1004-3985（2014）35-0048-02
党的十吹响了“加快发展现代职业教育”的号角，2014年全国职业教育工作会议部署了加快发展现代职业教育的一系列重要举措，职业教育发展迎来了一个崭新的春天。信息化是促进职业教育变革、实现跨越式发展的重要途径，也是加快发展现代职业教育、提高人才培养质量的关键所在。在发展现代职业教育的新形势下，把握高职教育发展的新机遇，全面提升信息化水平，必然是广西高职院校今后一段时期改革与发展的重要任务。
一、信息化已成为当今时展现代职业教育的鲜明特征
2014年2月26日，国务院总理主持召开国务院常务会议，确定了加快发展现代职业教育的五项任务措施。同年6月23日，全国职业教育工作会议在北京召开，印发了《国务院关于加快发展现代职业教育的决定》（国发[2014]19号）和《现代职业教育体系建设规划（2014―2020年）》（教发[2014]6号）两个重要文件，明确了职业教育发展的战略地位、总体部署、目标任务、重要举措，标志着发展现代职业教育的国家顶层设计已经完成，职业教育步入加快发展的重要时期。
党的十报告提出“坚持走中国特色新型工业化、信息化、城镇化、农业现代化道路”，将信息化摆在突出的战略位置，推动了职业教育信息化发展。《教育信息化十年发展规划（2011―2020年）》（教技[2012]5号）是我国历史上第一个具有划时代意义的教育信息化战略发展规划，其中专门针对加快职业教育信息化建设，提出了“2020年职业教育信息化发展水平框架”。2012年印发的《教育部关于加快推进职业教育信息化发展的意见》（教职成[2012]5号），明确了职业教育信息化的目标任务和关键举措。2014年印发的《国务院关于加快发展现代职业教育的决定》（国发[2014]19号），把“提高信息化水平”作为提高人才培养质量的重要内容。当前，我国经济社会已进入信息化与工业化融合发展的关键时期，数字化生产与发展迅猛，产业更新换代加快，对高素质技术技能人才培养提出了更高要求。职业教育已步入构建现代职业教育体系的重要时期，提高质量，服务发展，促进就业，适应技术进步和生产方式变革以及社会公共服务的需要，都离不开信息化的有力支撑。推进信息化，不仅是加快发展现代职业教育的根本要求，也是职业院校主动适应经济社会发展需要的时代职责。
二、加强信息化建设是创新发展广西高职教育的迫切需要
创新发展广西高职教育，就是要打造广西高职教育升级版，适应广西经济社会新发展、构建现代职业教育体系和提高人才培养质量的需要。在发展现代职业教育的新形势下，以信息化作为重要切入点和突破口，发挥信息技术对高职教育的革命性影响，创新发展广西高等职业教育，显得尤为重要和紧迫。
1.服务广西经济社会新发展的需要。高职教育与广西经济社会发展紧密相连。广西经济社会发展引领和带动了高职教育发展，同时，高职教育又反作用和服务于经济社会发展，为经济社会发展提供人才支撑。广西经济社会已进入快速发展的关键时期，经济总量已连续11年保持两位数增长，成功跻身全国GDP“万亿元俱乐部”。未来几年，广西经济社会发展的重点将是推进产业发展与扶贫富民。2014年，“珠江―西江经济带”上升为国家战略，广西承接港澳和珠江三角洲地区的功能辐射和产业转移、沟通西南地区与中国东部沿海地区经济联系通道的重要作用日益凸显。随着新经济时代的到来，信息经济的兴起和不断发展，带动经济发展模式将由“以物质生产、物质服务为主”向“以信息生产、信息服务为主”转变，推动传统产业逐步实现数字化、网络化、智能化。产业聚集、调整与升级，以及经济发展方式转变，推进信息技术逐步深度融入企业生产、服务和管理等各个环节，对高职教育加强职业技能和信息技术应用能力培养提出了更高要求。
2013年，广西贫困人口仍有634万人，贫困发生率14.9%，超出全国平均水平6.4个百分点，贫困人口规模较大。要增强群众脱贫致富能力，一个重要的途径就是加强高职教育信息化职业培训平台建设，将优质数字化教学资源快速便捷地向农村和边远地区传递，实现优质教学资源共享，在较短的时间内以较低的成本加强进城务工农民、在乡务农青年的职业技能和农业实用技术培训，培养大批新产业工人、新型农民和职业农民。
2.构建广西现代职业教育体系的需要。教育部2012年公布的第一批教育信息化试点单位中，广西虽然有柳州职业技术学院等4所院校入选“职业院校信息化试点单位”，但以广西教育主管部门为主办单位的“省级教育资源及管理服务平台建设与应用探索”项目，由于没有开展实质工作，成为不被列为专项试点信息化试点单位的3个省份之一。一直以来，广西高职教育信息化水平不高，缺乏规划和措施，与发展现代职业教育、构建现代职业教育体系的要求不相适应。当前，广西步入构建现代职业教育体系的关键时期。2014年1月召开的广西教育发展大会提出“要实现‘两个建成’目标，必须把振兴广西教育摆在更加突出的优先位置”，部署实施了包括“现代职业教育发展工程”在内的教育发展工程。全国职业教育工作会议召开后，广西率先召开了全区职业教育工作会议，印发了《广西壮族自治区人民政府关于贯彻〈国务院关于加快发展现代职业教育的决定〉的实施意见》（桂政发[2014]43号），把“职业教育信息化建设工程”列为现代职业教育发展十大重点工程之一。因而，以信息化作为重要切入点和突破口，发挥信息技术在产教融合、中职高职衔接、职教普教沟通、增强活力、提高质量、服务终身学习和服务经济社会发展等方面的重要支撑作用，引领高职教育改革和发展，是创新发展广西高等职业教育的重要支撑，也是构建广西现代职业教育体系的迫切需要。
3.提高技术技能人才培养质量的需要。近年来，广西高职教育通过职教攻坚和国家民族地区职业教育综合改革试验区建设，取得了明显成就，在全国高职教育中具有广泛影响。但信息化建设相对滞后，从目前广西高职院校实际情况来看，还没有真正发挥引领教育教学变革和促进人才培养质量提高的重要作用，主要表现为：对信息化重要性认识不足，信息化政策环境与体制机制尚未形成，优质数字化教学资源非常匮乏，信息化共建共享与服务平台尚未形成，教师信息技术应用能力有待提高等。“信息贫乏”“信息鸿沟”已成为阻碍人才培养质量提高的一个重要因素，特别是在改革人才培养模式、创新教学内容、优化教学过程等实践教学方面，缺乏与信息技术的深度融合，不能满足多元化教学和个性化学习，以及强化动手能力培养的需要。信息化不只是一种技术工具和手段，更重要的目的在于通过在教育教学各个领域全面深入地应用现代信息技术，促进职业教育的创新和变革，探索一种全新的培养方式和教学模式，使学生具有较强的职业技能和信息技术应用能力，适应信息化社会发展的需要。加强高职院校信息化建设，不仅是打造广西高职教育升级版的必然选择，也是提高技术技能人才培养质量的迫切要求。
三、广西高职院校加强信息化建设的战略与策略
高职院校是加快发展现代职业教育的实践者，是构建现代职业教育体系的主体力量，担负着为“中国制造”走向“优质制造”和“精品制造”培养高素质技术技能人才的重要使命。广西高职院校只有站在时代潮头，不断深化改革创新，提高技术技能人才培养质量，才能引领区域职业教育改革和发展，承担起高职教育的职责和使命。当前，是职业教育发展的又一个春天，是广西高职院校深化改革创新、加强信息化建设的重要历史机遇期，必须紧紧抓住，有所作为。
1.制定信息化发展战略。建议广西教育主管部门重视高职教育信息化顶层设计，编制高职教育信息化发展总体规划，加强统筹规划和分类指导。高职院校要根据区域特点和学校实际，做好与国家、区域现代职业教育体系建设规划等有关信息化建设的目标、任务和内容相衔接，制定具有全局性、战略性、建设性、可行性的信息化发展战略。要进一步厘清高职院校信息化发展的思路，以培养高素质技术技能人才为目标，以更新高职教育理念为先导，以建设信息化环境和条件为基础，以加强信息化体系建设为核心，以创新教学模式、学习方式和管理模式为突破口，以健全信息化体制机制为保障，确立信息化建设的目标任务，列入学校中长期发展的阶段性奋斗目标，列入学校“十三五”发展规划，列入学校年度工作计划，作为学校改革与发展的重点任务，认真组织实施。
2.建立信息化工作机制。建立和完善科学、开放、高效的信息化工作机制，是高职院校信息化健康和可持续发展的根本保障。对高职院校来说，信息化建设是一项全新的系统工程，涉及面广，影响因素多，需要统筹考虑组织领导、部门协同、制度配套、技术服务等多方面的问题。第一，加强组织领导。高职院校要成立以学校领导为组长的信息化建设工作领导小组，全面加强信息化建设的统筹、指导和协调，明确分工，落实责任;成立信息化建设办公室，负责具体工作的实施开展。第二，推进部门协同。信息化建设涉及行政管理、教学管理、学生管理、后勤管理以及各系部等多个部门，需要加强统筹，协作推进，形成合力。第三，建立激励机制。建立信息化建设奖惩激励制度，支持开展信息化教学改革和科学研究，鼓励企业和社会积极参与信息化建设，调动各方参与的主动性和积极性，形成信息化建设良性发展的环境和氛围。第四，做好技术服务。在信息化建设办公室下成立信息技术服务中心，负责信息化运行服务和技术支持服务;建立网络及信息资源安全管理规范，确保教育、教学、管理和服务等信息系统安全;建立信息化建设质量标准，确保数字化教学资源、软硬件资源、教学管理信息资源等各方面内容的标准化和规范化。
3.加强信息化基础能力建设。信息化基础能力建设是广西构建现代职业教育体系的重要基础，也是高职院校加强信息化建设的重要前提。高职院校要加强信息化基础设施建设，完善校园网络设施，建设电子阅览室、多媒体教室、计算机教室、数字技能实训室和仿真实训室等信息化教学设施，提升信息技术装备水平。推进高职院校“宽带网络处处通、优质资源班班通、网络学习空间人人通”，把信息化资源基本普及到日常教学、学习、服务和管理等多个层面。实现校园网络与中国高职高专教育网、中国职业技术教育网、广西教育厅网等区域网和广域网相连接，保障具有较好的上网和运行环境。保障建设经费投入，鼓励行业企业和社会力量参与，形成多元化多渠道筹措经费的投入保障机制。
2.nike(耐克)：just do it.
3.engineered to move the human spirit.(mercedes-benz) 人类精神的动力。(梅塞德斯-奔驰)
4.start ahead.(rejoice) 成功之路，从头开始。(飘柔)
5.a diamond lasts forever.(de bierres) 钻石恒久远，一颗永流传。(第比尔斯)
6.fresh-up with seven-up.(seven-up) 提神醒脑，喝七喜。(七喜)
7.intel inside.(intel pentium) 给电脑一颗奔腾的“芯”。(英特尔 奔腾)
8.connecting people.(nokia) 科技以人为本。(诺基亚)
9.for the road ahead.(honda) 康庄大道。(本田)
10.let us make things better.(philips) 让我们做的更好。(飞利浦)
11.enjoy coca-cola.(coca-cola) 请喝可口可乐。(可口可乐)
12.generation next.(pepsi) 新的一代。(百事) ask for more 渴望无限——也创意无限。
13.the relentless pursuit of perfection.(lexus) 追求完美永无止境。(凌志汽车)
14.communication unlimited.(motorola) 沟通无极限。(摩托罗拉)
15.feast your eyes.(pond’s cucumber eye treatment) 滋润心灵的窗户。(庞氏眼贴片)
16.focus on life.(olympus) 瞄准生活。(奥林巴斯)
17.behind that healthy smile,there ’s a crest kid.(crest toothpaste) 健康笑容来自佳洁士。(佳洁士牙膏)
18.good to the last drop. 滴滴香浓，意犹未尽。(麦斯威尔咖啡)
19.obey your thirst. 服从你的渴望。(雪碧)
20.the new digital era. 数码新时代。(索尼影碟机)
21.we lead. others copy. 我们领先，他人仿效。(理光复印机)
22.impossible made possible. 使不可能变为可能。(佳能打印机)
23.take time to indulge. 尽情享受吧!(雀巢冰激凌)
24.poetry in motion, dancing close to me. 动态的诗，向我舞近。(丰田汽车)
25.come to where the flavour is. marlboro country.光临风韵之境——万宝路世界。(万宝路香烟)
26.to me, the past is black and white， but the future is always color.....对我而言，过去平淡无奇;而未来，却多姿多彩(轩尼诗酒)
27.just do it. 只管去做。(耐克运动鞋)
28.ask for more. 渴望无限。(百事流行鞋)
29.the taste is great. 味道好极了。(雀巢咖啡)
30.feel the new space. 感受新境界。(三星电子)
31.intelligence everywhere. 智慧演绎，无处不在。(摩托罗拉手机)
32.the choice of a new generation. 新一代的选择。(百事可乐)
33.we integrate, you communicate. 我们集大成，您超越自我。(三菱电工) 34.take toshiba, take the world. 拥有东芝，拥有世界。(东芝电子)
35.no business too small, no problem too big. ....没有不做的小生意，没有解决不了的大问题。 (ibm公司)
36.sumsung digital(三星数码)：everyone's invited 三星数字世界欢迎你——亲切，已经够了吧。
37.hsbc(汇丰银行)：the world's local bank 环球理财，当地智慧——你只能相信他了。
38.carsberg(嘉士伯)：probably the best beer in the world可能是世界上最好的啤酒——有实力所以有魅力。
39.mcdonald's(麦当劳)：every time a good time 更多欢笑更多欢乐就在麦当劳——麦当劳文化的最佳诠释。
apple苹果英文广告词
知名企业英文广告词
圣诞节的英文祝福广告语
诺基亚经典手机手机英文广告词
手机广告语大全中英文
陈欧广告词的英文翻译
陈欧广告词英文翻译
着名产品经典英文广告词
2016七夕情人节英文祝福语卡片
经典英文广告词
经典广告词 英文
中英文手机广告词
世界名牌英文广告词
关键词：广告；双关语；语用原则；语用功能
中图分类号：H05 文献标识码：A 文章编号：1005—5312（2012）27—0120—01
在现代社会中，广告日渐成为生活中不可缺少的组成部分，我们中的每个人都或多或少地受到它的影响。广告以其优美独到的用词，洗练而内涵丰富的句法，尤其是其变化多端的修辞给人留下了深刻印象。在众多修辞手法中，其中最受欢迎，并且引起广大学者与研究者注意的就是双关。双关所具有的易读性、智慧、幽默感等特征，不仅满足了广告的某些特点和要求，而且使广告更加简洁、生动，并能带给人无限的联想和想象，以此来激发人们的购买欲望。本文主要就广告中双关语的语用功能和双关语的运用展开讨论。
一、英语广告中双关的种类
（一）一词多义的语义双关
一词多义的语义双关是利用某个词语的多义性在特定环境下形成的双关，即一个词语同时关顾着两种不同的意义，言在此而意在彼，从而造成一种委婉含蓄、耐人寻味的意境，增强了语言的表达效果。例如：Fresh up with 7—up.译文：君饮七喜，提神醒脑。7—up是美国的七喜汽水。该广告一语双关，既强调了七喜这一品牌，又委婉含蓄地向读者传达了该汽水提神醒脑的作用。语意深刻，发人深省。
（二）同音异义的语义双关
同音异义是指意思不同的单词具有相同的形式，也就是说不同的单词在发音或拼写方面是相同的，或者在两方面都相同。例如：Try our sweet corn. You smile from ear to ear.这是一则甜玉米的广告。短语“from ear to ear”本意是笑得合不拢嘴的意思。该短语中的“ear”本意是耳朵的意思，但它还可表示“玉米穗”。这两个意思不同的单词却具有相同的形式。这也赋予了“smile from ear to ear”这一短语双重意思“ 你一尝就会吃一穗又一穗，高兴得合不拢嘴。”
（三）仿拟双关
仿拟双关是根据表达的需要在形式结构上仿拟著名警句、谚语等。例如：Where there is away， there is a Toyota.译文是丰田汽车品质卓越，广为人爱。“Where there is a will， there is a way”，这是一名言警句。而该广告的制作商巧妙地借用了该名言，能够很容易地吸引消费者的目光，达到了宣传该商品的目的。
二、合作原则及语用原则的违背
合作原则（Principle of Cooperation）是美国哲学家格赖斯（Grice）在上世纪60年代后期首次提出的。他认为在所有的语言交际中，说话人与听话人都有一种默契和合作，使整个交谈过程所说的话符合交谈的目标和方向。这是一条根本原则，具体体现为四条准则：数量准则、质量准则、关系准则和方式准则。其中方式准则要求说话者的语言必须简洁，不能有任何模棱两可的地方，避免晦涩和歧义。然而，在某些场合，比如广告中，说话人也可以违反以上原则，其目的是引起读者好奇，激起他们的购买欲望。例如：From sharp minds. Come sharp products.这是夏普复印机的一则广告。该广告中 “sharp”有双重含义，既可指夏普产品，又可指消费者的聪明、智慧。虽然违反了方式准则，但该广告还是达到了宣传的目的。观众竞相购买并使用这种产品以显示他们的智慧。
三、广告中双关语的语用功能
（一）满足人们对美的要求
广告中的双关、生动、机智、幽默，使句子看起来整齐并富有美感，能让人们感受到语言的美的形态，欣赏到语言的艺术美。例如：Give your hair a touch of spring. “spring”在这里是“弹性”的意思。该广告暗示，用过该洗发水后，你的秀发会富有弹性和光泽。
（二）满足了社会的需求
生活节奏日益加快的现代社会，人们日趋繁忙。大量的广告铺天盖地，竞争日趋激烈。因此只有那些简短易记，又具经济性的广告才能提供他们需要的信息，吸引人们的眼球。而双关能用较少的文字表达充分的信息，这就符合了经济性的原则。例如：Less bread， no jam.这是伦敦地铁的一则广告。“bread” “jam”最直观的理解是食物。但联想到俚语，我们便知“bread”表示“money”，而“jam”则可以理解为“traffic jam”，因此这则广告可理解为If you travel by London Transport， it will cost you less and you will not suffer in the traffic jam.该广告只有四个单词，但却向人们传达出如此丰富的信息，真正符合了广告双关经济性的原则。广告是商家推销自己产品的一种有效的方式。双关这种修辞手法的运用能使商家们轻松达到推销自己产品的目的。所以只有了解了双关的语用分析、类型及功能，才能正确运用这种修辞手法使广告更加赏心悦目且实用。
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